Reasonable and scientific commodity display can play the following roles: increasing sales profit, vivid terminal construction and promoting consumers' desire to buy; Improve commodity inventory and inventory control management; Create beautiful display and highlight corporate image; Strive for the largest exhibition area and make full use of storefront space.
Reasonable and scientific commodity display can greatly increase sales. However, many chain enterprises lack sufficient attention to this. For example, at present, many chain companies ask advertising companies to design them. Advertising companies mainly focus on design VI, lacking suitable design, and lacking the concept of display and planning for shops in different regions. Even with different shapes, there are differences in the placement of goods and shelves, and the number of columns will also affect the display of goods. Therefore, specialized chain management experts should be invited to check the design.
1, commodity display principle
● Clear classification. Goods of the same category are displayed together, which is convenient for customers to buy at one time.
● The goods are obvious. There should be no place where customers can't see clearly, and there should be no place where small commodities are blocked by big commodities.
● The customer reaches for it. Boxes with lids should not be displayed on shelves, and the height of the display should be considered to facilitate customers' access.
● The shelves should be full. The shelves are full of goods, which can leave a good impression on customers and improve the logistics benefits of commodity turnover.
● Centralized display of related commodities. Displaying related goods together can not only facilitate customers to buy, but also stimulate customers' desire to buy. It should be noted that related goods should be displayed on different shelves in the same channel, in the same direction and on the same side, not on both sides of the same set of double-sided shelves.
● Separate goods that affect each other. For example, goods with bad smell, food, and goods that need audition or audition are all isolated in relatively closed sales units.
● Put impulsive purchases in obvious places to attract customers.
● Set commodity departments and groups with large passenger flow near commodity departments and groups with small passenger flow.
● Set the cargo hold according to the customer's flow law.
● Location setting should consider whether it is convenient for loading and unloading.
2. Commodity distribution
1), commodity classification
Different industries have different classification methods. In the retail industry, it is best to classify according to consumers' consumption habits and put together related products that consumers may buy.
(1), classification principle of large classification
In the supermarket, it is better not to divide it into more than ten categories, which is easier to manage. However, it still depends on the business philosophy of the operator. If operators want to expand their business scope to a wide range of fields, they may have to use more big classifications. The principle of general classification is usually divided according to the characteristics of commodities, such as production sources, production methods, treatment methods, preservation methods, etc. A large group of similar goods fall into one big category. For example, aquatic products are a big classification, because the sources of commodities in this classification are all related to water, sea or rivers, and the preservation methods and treatment methods are similar, so they can be classified into a big category.
(2) Classification principles.
A: according to the function and use of the goods.
According to the function or use of goods when they are used by consumers, such as candy and biscuits, a middle classification of "breakfast connection" is divided. Breakfast connection is a concept of function and use, and these goods are provided to solve the problem that consumers have a "rich breakfast", so in the classification, toast, bread, jam, peanut butter, cereal and other goods can be gathered to form this intermediate classification.
B: according to the manufacturing method of the goods.
Sometimes the uses of some goods are not exactly the same, and it is a bit difficult to divide them according to their uses and functions. At this time, we can approximate the method of commodity manufacturing. For example, in the large classification of livestock products, there is a Chinese classification called "processed meat", including ham, sausage, hot dog, fried chicken, bacon, bacon and other commodities. Their functions and uses are different, but they are similar in manufacturing, so "processed and reproduced meat" has become the classification of China.
C: According to the origin of the goods.
In the business strategy, sometimes it is hoped to highlight the characteristics of certain commodities and must be managed specially, so the origin of commodities is developed as the basis for classification. For example, some stores attach great importance to foreign customers in the business circle, so they pay special attention to the operation of imported goods, and list the middle classification of "imported biscuits", and all foreign biscuits are collected in this middle classification, which is convenient for the statistics of purchase or sales, and is also conducive to the performance of the store.
(3), the classification principle of small classification
Answer: According to the functional purpose.
This classification has the same principle as intermediate classification, and it is also a more subdivided classification based on function use.
B: according to specifications and packaging types.
When classifying, specifications and packaging types can be used as the principles of classification. For example, drinks packaged in aluminum foil, instant noodles in bowls and 6 kg of rice are all products under this classification principle.
C: the principle of commodity classification by composition.
Some commodities can also be classified by ingredients, such as 100% juice, and "juice containing 100% ingredients" falls into this category.
D: take the taste of goods as the principle of classification.
The classification of goods by taste, such as "beef noodles", can also be used as a small classification, and all beef noodles belong to this classification.
The principle of classification is to provide a basis for classification, which comes from the concept of goods. How to use the classification principle flexibly and work out a good classification system is the real focus of this principle.
2), regional distribution
After goods are classified, it is necessary to decide which kind of goods occupy a larger exhibition area according to different target positioning (store positioning and profit positioning). Generally speaking, the specific area allocation of supermarkets can refer to the following standards:
3), location configuration
Location configuration refers to what goods should be placed in different locations of the store. Generally speaking, the layout rules of cargo spaces at all levels of large shopping malls are as follows:
In the basement, many customers buy goods with low frequency, such as furniture, lamps, decorative materials, vehicles, hardware products and so on.
The design principle of the first floor is to ensure smooth passenger flow, and light goods with poor selectivity and exquisite packaging should be arranged, such as food, local products, cosmetics, medicines, daily necessities, bags, clothing and so on.
The design principle of the second and third floors is solemn atmosphere, and it is appropriate to arrange goods with strong selectivity, high price and large sales volume, such as men's and women's clothing, textiles, household appliances, watches and clocks, jewelry and so on.
Various professional counters can be set up on the fourth and fifth floors, such as bedding, stationery, books, glasses and photographic equipment.
Commodities requiring large storage area should be located above the sixth floor, such as electrical appliances, musical instruments, sports equipment and arts and crafts.
When the location of the goods is configured, you should draw a map of the goods configuration. Take the retail industry as an example, only one layer is needed. This is for export so that it can be copied in the future.
3. Display standard
1), magnet theory
The so-called magnet refers to the place that attracts customers' attention most in the supermarket, and the magnet point is the customer's concern. To create this attraction, we must rely on the skill of commodity allocation. The significance of applying the magnet theory in the distribution of goods is to distribute the right goods in the most attractive places in the store to promote sales, and this distribution can guide customers to walk through the whole store and maximize the customer purchase rate. The following will compare the positions of various magnetic points in supermarket stores, the main points of commodity configuration and the types of commodities configured.
Whether the layout of supermarket stores is reasonable is an important factor for whether a supermarket can be recognized by consumers and whether an enterprise can win the market. The plane of a supermarket is usually rectangular. The most attractive goods should be placed around this rectangle, which is the three sideline lines of the store. In a food-oriented supermarket, the commodities configured here are generally commodities with high purchase frequency, such as rice, oil and vegetables. There should be selling points everywhere in the store to increase the stay time of consumers in the store and increase the sales income of supermarkets. Commodities with selling points are generally purchased with high frequency, fashion and strong seasonality, or promotional items, high-profit products and special prices. There are five magnetic points in the supermarket, and different magnetic points should be matched with corresponding goods.
2), the six elements of commodity display
I'm finished. The variety of goods should be complete.
Ii is easy to find.
ⅲ exhibition space. In small-scale shops, the end frame is the best display; Large supermarkets, central aisles, front and rear ends of aisles, and display stands adjacent to refrigerators are the best locations. It is best to induce the greatest possible impulse to buy its products on the shelves at the same height or slightly below the line of sight.
Ⅳ display surface.
Taste classification
Detailed classification still depends on the living habits of consumers.
Overall deployment
A) Put the fast-turning product in the middle, so that consumers can browse all the flavors and packages before buying this product;
B) Put the weak products on both sides and the strong products in the middle to protect the display space of the brand on the shelf;
C) For new products, it can increase the opportunities for new products to contact with consumers.
Color matching/coordination
ⅴ Display height.
● The golden belt (generally centered around the sight of 25 degrees, between 10 degrees above him and 20 degrees below him). Adult, 90-150 cm above the ground; If the distance from the shelf is 80 cm, the width is calculated as 90 cm. )
● From the bottom shelf to the second shelf, the sales volume increased by 34%.
● From the second floor to the gold belt display, the sales volume of goods increased by 63%.
● Directly transferred from the bottom to the gold belt, sales increased by 78%.
ⅵ golden section commodity display line.
When the goods are fully displayed, the following points should be done: at least 3 varieties should be displayed on each shelf (the best-selling goods can be displayed less than 3 varieties) to ensure the number of varieties. In terms of unit area, the average per square meter should reach 1 1 to 12 varieties.
When commodities are temporarily out of stock, we should use commodities with high sales frequency to temporarily fill the vacant commodity positions, but we should pay attention to the coordination of commodity varieties and structures.
Full display is just a graphic design. In fact, goods are discharged in three dimensions. A more detailed study is how the goods are distributed in three dimensions on the whole shelf.
Series products should be displayed vertically. If they are displayed horizontally, customers will feel very inconvenient when choosing goods. Because people's visual law is convenient to move vertically up and down, the line of sight is 25 degrees. Customers can clearly see the goods displayed on 1 to the fifth floor shelf when they choose goods from the shelves of 30 cm to 50 cm. When people's visual level moves, it is much worse than the former. The left and right angles of people's sight are 50. When customers choose goods at a distance of 30 cm to 50 cm from the shelves, they can only see the goods displayed at a horizontal distance of about 1 m. This will be very inconvenient. Practice has proved that the effects brought by the two exhibitions are really different. Vertical display can make the product series reflect linear serialization, so that customers can see at a glance. The vertical display of series products will increase the sales volume by 20 ~ 80%. In addition, vertical display also helps to give each brand of goods a fair and reasonable competitive opportunity.
The key to improve the daily sales of stores is the sales ability of the golden segments on the shelves. According to a survey, when the position of commodities in the exhibition changes from top to bottom, the sales of commodities will change as follows: all sales moving from bottom to top will increase, and all sales moving from top to bottom will decrease. This survey is not based on the same commodity, so this conclusion cannot be used as a universal truth, but the superiority of the "upper section" display position is obvious.
In fact, the commonly used display stands are generally 165 ~ 180 cm high and 90 ~ 120 cm long. The best display area on this shelf is not the upper section, but the section between the upper section and the middle section. This part is called the gold display line. Taking the shelf with the height of 165cm as an example, the display positions of commodities are divided: the height of the gold display line is generally between 85 ~ 120cm, which is the second and third floor of the shelf, which is the display position where the eyes can easily see and the hands can easily get the goods, so it is the best display position. This position is generally used to display high-profit goods, private brand goods, exclusive agents or distributors. This position is the most taboo to display goods with no or low gross profit, which is a huge profit loss for retail stores.
In another two-stage exhibition, the top floor usually shows the goods that need to be recommended; The lower level is usually a commodity whose sales cycle has entered a recession.
3), display position
In small-scale shops, the end shelf is the best display.
Large supermarkets, central aisles, front and rear ends of aisles, and display stands adjacent to refrigerators are the best locations.
It is best to induce the greatest possible impulse to buy its products on the shelves at the same height or slightly below the line of sight.
4), display form
First, the horizontal display
Horizontal display method. Can lure consumers to the depths, and make sure to move left and right along the display when choosing goods;
Ⅱ vertical display
Impulse purchase is generated, which increases the convenience of purchase. High-priced or newly launched products should be placed on the upper floor to attract attention; Each product has at least two display surfaces and occupies the second display shelf; The advantages of vertical display are as follows: firstly, if you want to display similar goods horizontally, customers will feel inconvenient when choosing similar goods of different varieties, because it is convenient for people to move their eyes vertically up and down, and the horizontal movement is worse than the former. Horizontal display will make the display system more chaotic, while vertical display will turn similar goods into a linear series, which will reflect the richness of goods and have a strong promotion effect. Second, the vertical display of similar goods will enable similar goods to enjoy the sales income of different market segments (upper market segment, middle market segment and lower market segment) on the shelf on average, and will not cause the goods to be in one market segment due to the horizontal display of similar goods, which will lead to the phenomenon of good or bad sales. At the same time, the average sales income of other categories of goods will not be reduced because of the horizontal display of similar goods.
Ⅲ correlation display
The combined display of complementary goods with similar uses and similar use occasions can improve the convenience of consumers to choose and buy goods, and can realize the multiplier effect of related purchase and associative purchase;
Ⅳ rich sensory display
Contrast, continuous and three-dimensional display between brands; Deliberately confusing mountains is also a skill;
(3) Conclusion: The commodity allocation list is obsolete.
The commodity configuration list is a table describing the display order and position of commodities on each shelf. Its function is to serve as the basis for in-store reproduction, and it is necessary to draw a shelf. And double-sided shelves need two. So a storefront usually needs a product configuration diagram and several product configuration lists.
The commodity configuration list is generally a plan, sometimes a three-dimensional plan, which is more accurate.
1), standard tool
Commodity configuration list:
Note: 1, the lowest shelf position is A, the second floor is B, the third floor is C, the fourth floor is D, and the highest floor is E. From left to right, each floor is A 1, A2, A3, …, B 1, B2, B3, …, D/kloc-.
2. The row of noodles is the number of the first row of each commodity on the shelf displayed to customers, one is 1F, the other is 2F, and so on.
The minimum inventory is based on the daily sales.
4. The maximum inventory is the display quantity of full shelves.
2), correction
After the store plans the contents of all the displayed goods, the headquarters is responsible for evaluating and approving them, and making corrections on time.
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References:
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